Renaissance Marketing Highlights How Programmatic

Streaming Captures 46.7% of Total TV Viewing, While 90% of U.S. Households Now Use Connected TV Devices

December 21, 2024, Tampa, FL – As streaming television officially surpasses traditional broadcast and cable viewing, Tampa businesses are rapidly adopting Connected TV (CTV) advertising to reach cord-cutting audiences while achieving superior performance metrics compared to conventional broadcast, according to Renaissance Marketing.

Streaming accounted for 46.7% of total TV usage in November 2025, according to Nielsen’s latest Gauge report, while 90% of U.S. households now use internet-connected TV devices at least once a month. Meanwhile, CTV ads deliver 23% higher ROI than traditional TV campaigns on average, driven by precise targeting capabilities and real-time measurement.

“The fundamental shift in viewing behavior creates both challenge and opportunity for Tampa businesses,” said Eric Alonzi, President of Renaissance Marketing. “Traditional broadcast television reaches broad audiences with minimal targeting capabilities, while Connected TV enables precise household-level advertising with measurable results that transform customer acquisition efficiency.”

The Streaming Revolution Transforms Local Advertising

The media landscape has experienced a historic transformation. When comparing TV usage in May 2021 and May 2025, streaming has increased by 71%, while broadcast and cable viewing declined 21% and 39%, respectively, according to Nielsen data. This fundamental shift accelerated during the pandemic and shows no signs of reversing.

CTV advertising spending in the U.S. reached $28 billion in 2024 and is projected to surge to $46.89 billion by 2029, reflecting both increasing adoption and advertiser confidence in the channel’s performance capabilities. For Tampa businesses, this represents a complete transformation in how they can reach potential customers.

Traditional television advertising requires purchasing broad-reaching spots during local news or popular programming, with limited ability to target specific demographics or geographic areas within the Tampa Bay market. CTV advertising enables businesses to target specific households based on detailed criteria while tracking results with precision impossible in traditional broadcast.

Real-World Performance in Tampa Market

A Tampa-area automotive dealership recently demonstrated CTV advertising’s potential after shifting 70% of its traditional broadcast budget to an integrated CTV and programmatic strategy. The campaign specifically targeted households with vehicles over five years old in the dealership’s primary service ZIP codes, then retargeted engaged viewers with programmatic display ads across web and mobile platforms.

Over six months, the dealership tracked a 68% reduction in cost per showroom visit – from approximately $340 to $108 – while maintaining comparable visit volume. The campaign generated measurable attribution to 47 vehicle sales through unique landing pages and call tracking systems.

“The ability to target specific households and track results through the entire customer journey changed everything,” the dealership’s marketing director noted. “We could see exactly which streaming platforms performed best, which creative messages resonated, and which households converted to showroom visits and sales.”

CTV ads achieve 90-98% completion rates, dramatically higher than traditional digital advertising formats. 87% of brands report CTV advertising is effective or superior to traditional TV ads, according to industry research.

Targeting Precision Drives Efficiency

The fundamental advantage of CTV and programmatic advertising lies in audience precision that traditional broadcast cannot match. CTV platforms enable targeting by age, income, interests, specific geography, and online behavior patterns. Tampa businesses can advertise exclusively to homeowners in specific neighborhoods, parents with young children, or consumers who recently searched for their service category.

A home services company can target only homeowners within their service radius. A luxury retailer can focus on households with specific income levels. A healthcare provider can reach age-appropriate demographics with condition-specific messaging. This precision minimizes wasted impressions while maximizing relevance.

Ad-Supported Streaming Expands Opportunities

The growth of ad-supported streaming services has dramatically expanded advertising inventory. By Q1 2025, ad-supported subscriptions accounted for 57% of new subscriber additions, with nearly half of total streaming subscriptions now ad-supported. Major platforms, including Hulu, Peacock, Paramount+, and Pluto TV, offer advertising opportunities at multiple price points and across diverse audience segments.

In 2024, U.S. adults spent an average of 2 hours and 15 minutes per day watching content on connected TVs, a year-over-year increase of more than 20%. This engagement creates substantial inventory for local and regional businesses beyond traditional broadcast limitations.

Measurement Transforms Campaign Management

Unlike traditional broadcast television, where tracking is limited to broad Nielsen ratings, CTV offers the ability to track detailed metrics in real time. Advertisers can measure impressions delivered, video completion rates, website visits following ad exposure, conversions, and return on ad spend with precision that enables data-driven optimization.

“The difference between traditional TV measurement and CTV attribution is transformative,” Alonzi explained. “Businesses can track exactly how many people saw their ad, how many completed viewing it, how many visited their website, and how many converted to customers. This visibility enables systematic improvement rather than guesswork.”

Tampa Market Opportunities

Tampa’s diverse economy creates opportunities for CTV and programmatic advertising across multiple industries. Tourism and hospitality businesses can reach visitors through geofenced targeting around hotels and attractions. Home services companies can target homeowners in specific neighborhoods with relevant seasonal messaging. Healthcare providers can reach age-appropriate demographics with condition-specific information. Retail businesses can drive foot traffic through proximity-based campaigns.

The key advantage: campaigns can be tailored precisely to business geography and customer profiles, eliminating the waste inherent in broad geographic broadcast buys that reach audiences well outside service areas.

The Future of Local Advertising

The trajectory is clear: streaming continues to gain share while traditional broadcast and cable decline. US CTV ad spending increased by 13.3% in 2024, while linear TV ad spending decreased by 13.3%, according to industry forecasts. For Tampa businesses, the question is not whether to adopt CTV and programmatic advertising, but when and how to execute the transition effectively.

As viewing behavior continues shifting toward streaming platforms, businesses that adapt their advertising strategies accordingly position themselves to reach audiences more efficiently while competitors struggle with declining traditional broadcast effectiveness.

About Renaissance Marketing

Renaissance Marketing is a Tampa-based agency offering digital advertising solutions (https://renaissancemarketingva.com/digital-marketing-tampa-fl/), specializing in SEO, social media marketing, PPC, programmatic advertising, and CTV/OTT campaigns.

For more information, visit https://renaissancemarketingva.com/

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This release was published on openPR.